Chapter 13. The System of Web Tracking Analysis

Objective:

Research has excelled to new heights—from buzzword terms and data measurements to the Web tracking software that pinpoints an online visitor’s every move. Marketers are utilizing this information wisely to guide their cyberbranding campaigns. This chapter provides solid examples and expert insight into the critical online research issues including:

  • The phases of surveillance and “The System”

  • When too much data leads to paralysis

  • How research guides the branding campaign

  • Understanding the tracking measurements

  • Difficulties and opportunities with professional tracking software

  • Turning the tables on the trackers

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